Augmented reality marketing: a technology-enabled approach to situated customer experience

Chylinski, Mathew, Heller, Jonas, Hilken, Tim, Keeling, Debbie Isobel, Mahr, Dominik and de Ruyter, Ko (2020) Augmented reality marketing: a technology-enabled approach to situated customer experience. Australasian Marketing Journal. pp. 1-11. ISSN 1441-3582

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Abstract

Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and practice – what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM as a customer-facing interface for the application of digital marketing technologies in physical settings. Rooted in a class of ‘situated cognition’ theories from social psychology, we identify a unique set of digital affordances which ARM offers beyond extant marketing approaches in traditional media. By drawing on the key conceptual building blocks of situated cognition theory, we develop a framework of ARM experiences to synthesize current research and applications, and to suggest directions for future research.

Item Type: Article
Keywords: Augmented Reality, Situated Cognition, Marketing Theory, Marketing Management
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 17 Apr 2020 07:03
Last Modified: 21 May 2020 13:00
URI: http://sro.sussex.ac.uk/id/eprint/90824

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